Virtual Reality Content Users Are Most Interested in Experiencing - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Virtual Reality Content Users Are Most Interested in Experiencing

VR interest is high among all demographics

February 23, 2016 | Advertising & Marketing

Virtual reality (VR) may be in its early stages, but internet users are already interested in experiencing it, according to October 2015 research.

Types of Virtual Reality Content that Internet Users in Western Europe* and the US Are Interested in Watching/Experiencing, Oct 2015 (% of respondents)

Futuresource Consulting looked at the types of virtual reality content that internet users in the US, France, Germany and the UK were interested in watching and experiencing. Some 39% of respondents said they were interested in watching or experiencing movies in VR, and 38% of internet users said they were fascinated in gaming.

Additionally, 27% of respondents said they were interested in watching TV and music videos via VR, and 26% said they were interested in experiencing educational content.

A little over a quarter (26%) also said they want to experience virtual reality sports content.

VR can be an immersive medium for marketers and a new way they can tell stories and engage with audiences like never before.

US Internet Users Who Are Interested in Virtual Reality, by Generation, Oct 2015 (% of respondents in each group)

What’s more, consumers are highly interested in VR, and not just Gen Z. Older generations are drawn to it too.

October 2015 data from Greenlight VR and Touchstone Research found that 79% of Gen Z US internet users—defined as those ages 10 to 18—said they are interested in virtual reality. In addition, almost three-quarters (73%) of millennials said they are interested in virtual reality and 70% of Gen Xers said they were as well. Virtual reality even appeals to baby boomers; 64% of them said they were interested in it.

Go beyond the articles

Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions:



  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.